Shopify Plus Web Development

Who are BOYY?

Founded in New York City by partners Jesse Dorsey and Wannasiri Kongman, BOYY is a luxury accessories brand based between Bangkok and Milan. Since its inception in 2006, BOYY (a play on “boy,” Kongman’s longtime nickname) has garnered international recognition for its distinctly individualistic, gender-blurring approach and worldly sensibility. Merging playful, inspired designs with superior craftsmanship and high-quality materials sourced from Italy, BOYY’s bold and unwavering sense of identity sets it apart from its contemporaries. Each collection presents fresh variations on a distinctive stylistic through-line, reimagining luxury in a way that is at once inventive and timeless. BOYY is privately held, with offices in Milan and Bangkok.

What we did

As a fast-growing young luxury brand, BOYY sought a robust and scalable e-commerce solution – Shopify Plus was a natural fit. Here at Adjust, we have been supporting BOYY’s digital strategy and business since their decision to move onto the Shopify platform.

We currently manage BOYY’s seasonal product imports, ensuring that each time a new collection is launched, the products are visible and shoppable exactly when they should be. Pre-launch testing in a staging environment ensures this process is seamless. Additionally, we execute front-end development work, back-end integrations, the creation of custom pages, and oversee general website maintenance. We also integrate applications to improve their operability and tech stack. We work closely with the BOYY e-commerce team (across time zones and cities including Bangkok and Milan) on any new ideas / functionality, helping them to assess feasibility, cost, and benefit for new features.


BOYY’s product upload process has become a standard, nearly error-free activity since working with Adjust. The time required from the BOYY team to manually adjust and fix errors has been reduced dramatically. Further, Adjust continues to partner with BOYY on ideas and implementations to improve both the front-end UX experience and the back-end operability of the website.

Chelsea Fieldsend, Managing Director in Italy at BOYY, supports this:

“Excellent multi-service studio. I work with Adjust for Shopify platform design, maintenance, and feature deployments, and couldn’t ask for better partners. Great communication, on time delivery, and genuinely nice people.”

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